Specsavers ‘Welcome to Melbourne’ campaign wins big at World Out of Home Congress
Specsavers has picked up global recognition at the 2025 World Out of Home Congress in Mexico City, winning the Creatives Award: Classic for its ‘Welcome to Melbourne’ campaign created by TBWA\Melbourne. The award celebrates standout OOH creative that not only makes brilliant use of the medium but leaves a lasting impression through effectiveness and originality.
This is not the first time Specsavers have taken home this award, winning back in 2022 with their iconic slogan. ‘Should’ve gone to Specsavers’ is over 20 years old and still manages to amuse and delight audiences.
The Welcome to Melbourne campaign also won the 2024 Grand Prix at the Inaugural Outdoor Media Association Creative Awards back in April. Lead creatives Tom Badge and Alana Wood from TBWA\Melbourne were awarded a trip to the Cannes Lions International Festival of Creativity 2025 in June, including return airfares, accommodation in central Cannes and full festival passes.
Elizabeth McIntyre, CEO of the Outdoor Media Association (OMA) was at the Congress and accepted the award.
Says McIntyre: “Australia leads the world in OOH audience measurement and we are just as passionate about creativity and concept. We are proud that an Australian campaign has been recognised on a global stage. Specsavers dominate OOH with their creative and innovative takes on utilising both classic and digital billboards in unusual and site-specific ways.”
Says Dino Burbidge, Jury Chair for the WOO Awards and Founder of Dinova: “Just when you think they’ve peaked, Specsavers reminds you that the ‘Should’ve gone to Specsavers’ strategy isn’t like the others. The latest Welcome to Melbourne campaign is a behavioural science masterpiece, leaving the audience in confused limbo for a few seconds (with maybe a hint of panic) before the aha! penny drops. It’s a brilliant example of how OOH can blend simplicity, creativity and location to create something that’s greater than the sum of its parts.”